Innovations and InspirationSeptember 19th, 2012

Beer Marketing

Innovations and Inspiration – Focusing on Beer

•Mobile•Social•Experiential•Content/ Utility•Packaging•NPD•Advertising

Mobile: Guinness QR Code

Guinness’ s product-activated QR code can only be seen if the glass is filled with their dark brew. Scanning prompts sharing via twitter, foursquare,

Facebook, and Instagram

Mobile/ Augmented Reality: Bulmer “Perfect Pint”

To see the video, users point their smartphones at QR codes. These will be on drip mats, posters and window vinyls in 10,000

pubs in the U.K.

Mobile/ Augmented Reality: Becks Green Box “Art Gallery”

Becks turns everyday locations into works of art with its new augmented reality app. Its Green Box Project work can only be seen

using a smart device app

Mobile/ Social/ Packaging: Yeastie Boys DIY Beer QR Code

When drinkers scan the QR code on the bottle, they are directed to an site where they can find instructions to make their own version of

the Digital IPA at home.

Mobile/ Social: Nokia Gift Machine

Nokia’s social machine in Dubai gives gifts in exchange for Foursquare check-ins and NFC interactions. Prizes include candies, Nokia devices

and movie tickets

Mobile/ Social: Carlsberg Unbottle Yourself

The game includes inhibition-loosening tasks like 'walk around and high-five strangers', 'challenge someone in a shopping cart race’, 'buy a hot dog and

give it to the next in line'. 

Mobile/ Experiential: Harry’s Bar Bottle Message

Harry’s Bar in Singapore makes it easier for shy locals to meet each other with the ‘Bottle Message’: QR code tags that let you enter a message when you scan them.

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Mobile/ Social/ Advertising: Grolsch

Grolsch lets users get a free pack of beer by texting police officer Jount, a fictional character in their TV advertisements. .

Social: Heineken Ideas Brewery

Heineken is asking drinkers to “reimagine the draught beer experIence” and win GBP5,000

Social: Sam Adams Crowdsourced Beer

A Facebook app invites fans to design all aspects of the new brew. Drinkers will be able to weigh in on the color, clarity, body, malt, hops

and yeast of the beer

Social: Heineken Balloons

To drive more Brazilian fans to like its Facebook page. Every time someone from Brazil likes the page, a green balloon is blown up and

placed in an office.

Social: Fosters Oz-ometer

Fosters Ozometer incorporates live twitter feeds to identify the most easy-going cities, regions and celebrities in Britain that reflect the Aussie

No Worries attitude to life

Social Commerce: Magners F-Commerce

Magners Facebook store is to sell a run of 1,000 limited-edition Magners Specials gift packs exclusively via the network for £10 incl. delivery.

Social Commerce: Tweet-a-Beer

Web app Tweet-a-Beer lets users buy a drink for Twitter friends, using ecommerce platform Chirpify to sync their Twitter account with their

PayPal account.

Social Commerce: GetThemIn on Facebook

GetThemIn lets Facebook users buy each other real beers redeemable at selected retail outlets and bars.

Experiential/ Social: Red Stripe Art Project

Red Stripe tapped sound artist Yuri Suzuki to create an installation sound sculpture using thousands of collected

Red Stripe cans.

Experiential: Dos Equis “Feast of the Brave”

The Cinco de Mayo themed truck served tongue, ostrich, veal brain and even cricket tacos to pair

with Dos Equis.

Experiential/ Brand Utility: IKEA Manland

IKEA has created a “crèche” for retail-weary men, complete with Xbox consoles, pinball machines, continuous televised sport and free hot

dogs.

Experiential: Brahma Giant Radio Controlled Beercan

I mean, why wouldn’t you?

Experiential: Heineken Airport Lounge

The Lounge offers travellers luxuries usually reserved for business class. White leather sofas & green aluminium tables combine to create a

contemporary brand space

Experiential/ Collateral: Molson Plantable Coaster

Molson has put plantable coasters in specially-marked can packs, which will grow into Black Spruce trees if you plant and

water them.

Collateral: BeerTag

Wine drinkers already have wine charms to identify their glasses, and now — thanks to BeerTag — there’s an equivalent

for beer drinkers too..

OoH: Beck’s “Music Inspired Art”

inspired by album covers for bands like The Cure, Kraftwerk and Prince, Beck’s

commissioned contemporary artists to repaint some London Pub exteriors

OoH: Bionade Truck Sides

This optical illusion made the most of otherwise dead space on Bionade’s delivery trucks

OoH/ Ambient: Zhu Jiang Window Stickers

Interior window clings in Chinese Taxis give the illusion of a frothy beer

OoH/ Social: Random House “How To Get The Man You Want”

A huge trap was created with beer bottles as “bait”, offering an alternative solution for those who do not

want to buy the book.

OoH/ Social: Bulmers Apples

Bulmer played up their apple connection with promos to win a trip to NYC and a scavenger hunt to won money for the local community.

Branded Content/ OoH: Heineken Light

For most of the time the advertising site in Noho is left intentionally blank. Only once in a while the billboard shows music gigs by bands

like TV On The Radio

Branded Content: Budweiser Reality Show

Bud’s hour-long reality game show. ‘The Big Time’ will feature amateurs competing in various talents like sports, music and

cooking.

Branded Content: Carling ‘Wondrous Place’

Alice Gold's cover of Billy Fury's 'Wondrous Place’ is available on iTunes, with a 60-second ad on TV and the full video up on

YouTube

Branded Content: Cinema Peroni Senza Tempo

Peroni's short film played in cinemas with excerpts on TV and online The film, from the director of The Pursuit of Happyness, pays tribute to

Italian movie-making. .

Branded Content: Vice and Tiger Beer

‘Curiosity Is Rewarded’: Tiger Beer and VICE magazine’s documentary series looks at the evolving way creative youth are exploring ideas

together.

Branded Content/ Mobile: Carling iPint

The app is a Donkey Kong-like game where you have to safely take a pint of Carling from bar to your table dodging objects

and obstacles

Branded Content: Heineken Mixtape

In an homage to the mixtapes of old, every 6-pack of Heineken came with a USB stick designed to look like an old school music cassette and loaded

with free music.

Branded Utility: Asahi Free WiFi from Vending Machine

The Asahi beer vending machines emit a free wifi signal within a 50 meter radius for anyone in range to use.

Branded Utility: Heineken Free WiFi Hubs

Heineken provides free wifi at 100 London pubs and bars. Heineken Hubs are selected venues “where staff take pride in pouring you the

perfect Heineken,”

Branded Utility/ Advertising: Molson Seduction Toolkit

Molson provided men all they needed to succeed with women … props to appear wealthy, sensitive or worthy.

Branded Utility/ Advertising: Molson Seduction Toolkit

Molson provided men all they needed to succeed with women … props to appear wealthy, sensitive or worthy.

Branded Utility/ Advertising: Molson Female Programming

Molson placed ads in women’s magazines to “program” women in to thinking that men drinking Molson were desirable mates.

Packaging: Zayde Cloth Labels

These textile labels were designed for an Israeli company’s alcoholic beverage called ‘Zayde,’ to make the product stand

out from the crowd.

Innovative graphic design for cans of Krönleins cider (Sweden), creates an emoticon using the type on the can.

Packaging: Krönleins cider

Molson’s back labels were designed to offer “icebreakers” to start conversations with the opposite sex.

Packaging: Molson Twin Labels

Packaging/ Content: Just Beer Short Stories

A Massachusetts brewery has created a selection of limited edition beer bottles covered in a 12-part detective series label. Each ‘chapter’ is

printed on a 22oz bottle

Packaging/ OoH/ Ambient: Wybreshko Beer Bags

Beer buyers become free outdoor ads. The optical illusion of people, carrying a case of beer in one hand entertains onlookers, as well as the

actual bag-owners

NPD: Niche Beer – Women and LGBT

Molson Coors is turning to the ladies with its female-targeted beer Animée. Meanwhile The Minerva brewery aim to meet the needs of an ‘ignored’ market: LGBT.

Notable Ads: Carlsberg “Risky Behavior”

‘That Calls for a Carlsberg’. The beer tested innocent couples in a movie theater filled a cinema with 148 ‘bad boy’ bikers. Those who dared

were rewarded with a cold beer.

And Finally …

Food for Thought?

Thank You